Google DoubleClick for Publishers Ad Platform Replaces DART

Google Feb. 22 refreshed its ad serving platform for large publishers, retiring the DART brand, renaming the platform DoubleClick for Publishers and offering a version for small businesses. Joining Google's existing AdSense and the DoubleClick Ad Exchange, DFP will seek to make delivering ads easier for large publishers, such as social networks, entertainment sites, portals and news sites. This is the display ad-serving engine Google has craved for years as it seeks to challenge Yahoo, Microsoft and others for a healthy share of the display ad market.

Google Feb. 22 refreshed its ad serving platform
for large publishers, retiring the DART brand, renaming the platform DoubleClick
for Publishers and offering a version for small businesses.
DoubleClick for Publishers, or DFP for
short, combines Google's technology and infrastructure with DoubleClick's
display advertising and ad-serving skillset.

Essentially, DFP will be the display ad-serving engine
Google has craved for years as it seeks to challenge Yahoo, Microsoft and
others for a healthy share of the display ad market.

DFP, which serves graphical
ads on Websites that catch people's attention, is the realization of why Google
paid $3.1 billion to buy DoubleClick in 2008, fighting off regulatory concerns from the Federal Trade Commission.
Joining Google's existing AdSense and the DoubleClick
Ad Exchange, DFP will seek to make delivering ads easier for large publishers, such as social networks, entertainment sites,
portals and news sites.
DFP boasts a redesigned interface to save time and reduce
errors, as well as more detailed reporting and forecasting data to help publishers
understand what ads are driving sales. There is also a public API to let publishers
to build and integrate their own apps with DFP or integrate third-party apps.

DoubleClick manager Jonathan Bellack explained:
"We created the first intelligent ad server to help
publishers more effectively optimize campaign delivery to save time and
strengthen advertiser relationships. Our ad server now receives hints directly
from the forecasting engine to adjust delivery in anticipation of changes in
site traffic, helping to improve on-time ad delivery with less manual
intervention from ad operations teams. DFP's optimization technology gives
publishers the opportunity to utilize advanced Google machine learning
algorithms to deliver even greater campaign performance lift for
advertisers."
In short, DFP will help publishers see more ad dollars. DFP comes in two flavors: the paid DFP and free DFP Small
Business.
DFP is geared for larger online
publishers and is designed to replace Google's existing DoubleClick's DART for
Publishers ad server. Current DART for Publishers customers will be upgraded to
DFP over the next year.
DFP Small Business is geared for growing
online publishers, replacing Google Ad Manager. Google said it will be
upgrading Google Ad Manager customers to DFP Small Business this year, too.
DFP follows and complements the DoubleClick Ad
Exchange, which Google launched last September as a marketplace
where prices are set in a real-time auction for display ads.
In fact, DFP works with the new DoubleClick Ad Exchange's dynamic
allocation
feature, which lets publishers open up their ad space to bids from other
ad
networks.